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Wired women online are an emerging power force around the world. This set of presentation slides overviews MSLGROUP's original research initiative that explored the commonalities and differences in the social, emotional and economic powers of wired women in the U.S., U.K., Brazil and in urban China. The learnings determined are: • Going online has improved women's lives...mostly. • While social media brings friends and family closer together, it also draws new lines in personal relationships. • Women online and on the go: Wired women in China and Brazil are more accepting of tablets and smartphones than women in the U.S. and the U.K. • Wired women around the world share concerns about the misuse of technology and social media. • The relationship between wired women and social media plays an important role in the new consumerism across global markets. The slides also review MSLGROUP's new Signature Purchase Path Tool that defines the unique path to purchase in several consumer categories by country, allowing marketers to provide relevant information and support in the right form at the right points along the way.
Citation preview
The Social
Wisdom of
Wired Women
Around the
World
About this Project
•
•
Why Randi Zuckerberg/Dot Complicated
Why Randi Zuckerberg/Dot Complicated
•
•
Methodology
S6. (FOR CHINA, ASK) In which city do you live? [QT: SS]
Beijing ................................................................................................................................. (CONTINUE)
Changzhou ................................................................................................................................. (CONTINUE)
Chengdu ................................................................................................................................. (CONTINUE)
Chongqing ................................................................................................................................. (CONTINUE)
Datong ................................................................................................................................. (CONTINUE)
Dongguan ................................................................................................................................. (CONTINUE)
Foshan ................................................................................................................................. (CONTINUE)
Guangzhou ................................................................................................................................. (CONTINUE)
Hangzhou ................................................................................................................................. (CONTINUE)
Ji'nan ................................................................................................................................. (CONTINUE)
Kunming ................................................................................................................................. (CONTINUE)
Lanzhou ................................................................................................................................. (CONTINUE)
Luoyang ................................................................................................................................. (CONTINUE)
Maoming ................................................................................................................................. (CONTINUE)
Mudanjiang ................................................................................................................................. (CONTINUE)
Nanjing ................................................................................................................................. (CONTINUE)
Shanghai ................................................................................................................................. (CONTINUE)
Shantou ................................................................................................................................. (CONTINUE)
Shenzhen ................................................................................................................................. (CONTINUE)
Shijiazhuang ................................................................................................................................. (CONTINUE)
Suzhou ................................................................................................................................. (CONTINUE)
Taiyuan ................................................................................................................................. (CONTINUE)
Tianjin ................................................................................................................................. (CONTINUE)
Wenzhou ................................................................................................................................. (CONTINUE)
Wuhan ................................................................................................................................. (CONTINUE)
Wuxi ................................................................................................................................. (CONTINUE)
Xiamen ................................................................................................................................. (CONTINUE)
Xi'an ................................................................................................................................. (CONTINUE)
Yangzhou ................................................................................................................................. (CONTINUE)
Yichang ................................................................................................................................. (CONTINUE)
Zhangjiakou ................................................................................................................................. (CONTINUE)
Zhuhai ................................................................................................................................. (CONTINUE)
Other / Outside China ............................................................................................ (THANK AND TERMINATE) S7. (FOR CHINA, HIDDEN QUESTION TO RECORD REGIONS:)
North = Beijing, Tianjin, Taiyuan, Ji'nan, Shijiazhuang, Zhangjiakou, Mudanjiang, Datong
East = Shanghai, Nanjing, Hangzhou, Suzhou, Wuxi, Wenzhou, Changzhou, Yangzhou
South = Guangzhou, Shenzhen, Xiamen, Dongguan, Foshan, Zhuhai, Shantou, Maoming
West = Chongqing, Chengdu, Wuhan, Xi'an, Lanzhou, Yichang, Kunming, Luoyang
S6. (FOR CHINA, ASK) In which city do you live? [QT: SS]
Beijing ................................................................................................................................. (CONTINUE)
Changzhou ................................................................................................................................. (CONTINUE)
Chengdu ................................................................................................................................. (CONTINUE)
Chongqing ................................................................................................................................. (CONTINUE)
Datong ................................................................................................................................. (CONTINUE)
Dongguan ................................................................................................................................. (CONTINUE)
Foshan ................................................................................................................................. (CONTINUE)
Guangzhou ................................................................................................................................. (CONTINUE)
Hangzhou ................................................................................................................................. (CONTINUE)
Ji'nan ................................................................................................................................. (CONTINUE)
Kunming ................................................................................................................................. (CONTINUE)
Lanzhou ................................................................................................................................. (CONTINUE)
Luoyang ................................................................................................................................. (CONTINUE)
Maoming ................................................................................................................................. (CONTINUE)
Mudanjiang ................................................................................................................................. (CONTINUE)
Nanjing ................................................................................................................................. (CONTINUE)
Shanghai ................................................................................................................................. (CONTINUE)
Shantou ................................................................................................................................. (CONTINUE)
Shenzhen ................................................................................................................................. (CONTINUE)
Shijiazhuang ................................................................................................................................. (CONTINUE)
Suzhou ................................................................................................................................. (CONTINUE)
Taiyuan ................................................................................................................................. (CONTINUE)
Tianjin ................................................................................................................................. (CONTINUE)
Wenzhou ................................................................................................................................. (CONTINUE)
Wuhan ................................................................................................................................. (CONTINUE)
Wuxi ................................................................................................................................. (CONTINUE)
Xiamen ................................................................................................................................. (CONTINUE)
Xi'an ................................................................................................................................. (CONTINUE)
Yangzhou ................................................................................................................................. (CONTINUE)
Yichang ................................................................................................................................. (CONTINUE)
Zhangjiakou ................................................................................................................................. (CONTINUE)
Zhuhai ................................................................................................................................. (CONTINUE)
Other / Outside China ............................................................................................ (THANK AND TERMINATE) S7. (FOR CHINA, HIDDEN QUESTION TO RECORD REGIONS:)
North = Beijing, Tianjin, Taiyuan, Ji'nan, Shijiazhuang, Zhangjiakou, Mudanjiang, Datong
East = Shanghai, Nanjing, Hangzhou, Suzhou, Wuxi, Wenzhou, Changzhou, Yangzhou
South = Guangzhou, Shenzhen, Xiamen, Dongguan, Foshan, Zhuhai, Shantou, Maoming
West = Chongqing, Chengdu, Wuhan, Xi'an, Lanzhou, Yichang, Kunming, Luoyang
S6. (FOR CHINA, ASK) In which city do you live? [QT: SS]
Beijing ................................................................................................................................. (CONTINUE)
Changzhou ................................................................................................................................. (CONTINUE)
Chengdu ................................................................................................................................. (CONTINUE)
Chongqing ................................................................................................................................. (CONTINUE)
Datong ................................................................................................................................. (CONTINUE)
Dongguan ................................................................................................................................. (CONTINUE)
Foshan ................................................................................................................................. (CONTINUE)
Guangzhou ................................................................................................................................. (CONTINUE)
Hangzhou ................................................................................................................................. (CONTINUE)
Ji'nan ................................................................................................................................. (CONTINUE)
Kunming ................................................................................................................................. (CONTINUE)
Lanzhou ................................................................................................................................. (CONTINUE)
Luoyang ................................................................................................................................. (CONTINUE)
Maoming ................................................................................................................................. (CONTINUE)
Mudanjiang ................................................................................................................................. (CONTINUE)
Nanjing ................................................................................................................................. (CONTINUE)
Shanghai ................................................................................................................................. (CONTINUE)
Shantou ................................................................................................................................. (CONTINUE)
Shenzhen ................................................................................................................................. (CONTINUE)
Shijiazhuang ................................................................................................................................. (CONTINUE)
Suzhou ................................................................................................................................. (CONTINUE)
Taiyuan ................................................................................................................................. (CONTINUE)
Tianjin ................................................................................................................................. (CONTINUE)
Wenzhou ................................................................................................................................. (CONTINUE)
Wuhan ................................................................................................................................. (CONTINUE)
Wuxi ................................................................................................................................. (CONTINUE)
Xiamen ................................................................................................................................. (CONTINUE)
Xi'an ................................................................................................................................. (CONTINUE)
Yangzhou ................................................................................................................................. (CONTINUE)
Yichang ................................................................................................................................. (CONTINUE)
Zhangjiakou ................................................................................................................................. (CONTINUE)
Zhuhai ................................................................................................................................. (CONTINUE)
Other / Outside China ............................................................................................ (THANK AND TERMINATE) S7. (FOR CHINA, HIDDEN QUESTION TO RECORD REGIONS:)
North = Beijing, Tianjin, Taiyuan, Ji'nan, Shijiazhuang, Zhangjiakou, Mudanjiang, Datong
East = Shanghai, Nanjing, Hangzhou, Suzhou, Wuxi, Wenzhou, Changzhou, Yangzhou
South = Guangzhou, Shenzhen, Xiamen, Dongguan, Foshan, Zhuhai, Shantou, Maoming
West = Chongqing, Chengdu, Wuhan, Xi'an, Lanzhou, Yichang, Kunming, Luoyang
•
•
What the Research Covers
Who are Wired Women
Growing Power Force
The Powers of Wired Women
Learning 1: Going online has improved women’s lives…mostly
Learning 1: Going online has improved women’s lives…mostly
Learning 1: Going online has improved women’s lives…mostly
Learning 2: While social media brings friends and family closer together,
it also draws new lines in personal relationships
Learning 2: While social media brings friends and family closer together,
it also draws new lines in personal relationships
Learning 2: While social media brings friends and family closer together,
it also draws new lines in personal relationships
Learning 3: Wired women in China and Brazil are more accepting of
tablets and smartphones than women in the U.S. and U.K.
Learning 3: Wired women in China and Brazil are more accepting of
tablets and smartphones than women in the U.S. and U.K.
Learning 3: Wired women in China and Brazil are more accepting of
tablets and smartphones than women in the U.S. and U.K.
Learning 4: Wired women around the world share concerns about the
misuse of technology and social media
Learning 4: Wired women around the world share concerns about the
misuse of technology and social media
Learning 4: Wired women around the world share concerns about the
misuse of technology and social media
Learning 5: The relationship between wired women and social media
plays an important role in new consumerism across the globe
Learning 5: The relationship between wired women and social media
plays an important role in new consumerism across the globe
Learning 5: The relationship between wired women and social media
plays an important role in new consumerism across the globe
The Signature Path to Purchase
The Signature Path to Purchase
The Wisdom of Wired Women in Brazil
The Wisdom of Wired Women in Brazil
The Wisdom of Wired Women in China
The Wisdom of Wired Women in China
The Wisdom of Wired Women
in the United Kingdom
The Wisdom of Wired Women
in the United Kingdom
The Wisdom of Wired Women
in the United States
The Wisdom of Wired Women
in the United States
How you can engage your clients
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